ATHLETE CAMPAIGNSNick McCormack has led Herbalife’s global athlete content strategy across owned social and digital channels. Notable partnerships include: Cristiano Ronaldo, LA Galaxy, Heather Jackson and La Liga.
Cristiano RonaldoNick McCormack has led Herbalife’s social media strategy for their global partnership with Cristiano Ronaldo for the past 7 years. He spearheaded multiple social campaigns and user contests with the world’s #1 athlete on social media. With the launch of Cristiano’s co-branded hydration product CR7 Drive, Nick designed the strategy behind messaging, creative and brand to attract a new audience to Herbalife24’s sports nutrition offerings.
HEATHER JACKSONHeather Jackson | Road to Kona
The idea of the #HJRoadToKona project was to follow Heather throughout her 2017 season. Coming off a 3rd place finish at the 2016 IRONMAN World Championships, we jumped at the chance to get behind the woman who we’ve been sponsoring for years. From her snowy Pacific Northwest hometown to triathlon’s biggest stage in Kona, Hawaii, it was the perfect (and juxtapose-ingly appropriate) place to start and end this digital content journey. From snow to surf to the podium – a perfect story-arch.
Our video and photo team evolved our vision into life and onto screen. Being able to hit our brand’s digital and social media goals while creatively accomplishing their own is a feat in and of itself. What I’ve found in my career is that giving (a trusted) external team creative leverage will help your story truly come to life. You must trust the process and put in the effort to understand the real story behind the narrative you’re trying to tell. This approach to content capture is few and far between with major sponsors in the greater sports media world.
My role was to tell this story digitally and socially to users that may or may not even know what the hell an IRONMAN even is. From behind-the-scenes Instagram stories to product posts to Facebook live interviews to user generated content contests, we made Kona available to those that previously would have scrolled right past the NBC targeted ads and go on living their Instagram lives.
Photography by Dylan Haskin, Hana Asano & Nick McCormack
Cinematography by Campsite Media House
Sponsorship Management by Jennifer Guran
Sports Nutrition Support by Dana Ryan, Ph.D.
Nick McCormack specializes in digital and social media sponsorship activation for Herbalife Nutrition. All opinions and comments are his own and do not reflect the company or the athletes.